As you’re well aware by now, video will become even more important in terms of content marketing in 2017. While traditional text-based content will still be necessary, you’ll generate much higher returns from an investment in quality video content. With that being said, do you know which types of video produce the most value?
The State of Video Marketing
Why 2017, you may ask? What’s happened over the last 12 months that makes video a “must” investment? Well, consider the following statistics as curated from Hyperfine Media’s infographic on the topic.
- 92 percent of mobile video consumers share videos with their friends and family
- One-third of all online activity is spent consuming video content
- 80 percent of users can recall video ads that they’ve viewed in the last month
- Enjoyment of video ads increase purchase intent by 97 percent and brand association by as much as 139 percent
Is video the answer to all of your marketing woes? That’s probably a stretch, but it’s most definitely a positive step in the right direction. Video will generate higher returns than standard text-based content in the coming years and it’s better that you leverage it from the start.
Invest in These Five Formats
Much like standard text-based content, video content features a variety of formats and styles. You won’t need them all, but you can utilize a handful to create a diverse style, yet consistent message that will resonate with your audience.
Here are a few of the formats that should be at the top of your list:
- Brand Sponsored Films
If brand building is your goal, then brand sponsored films are a great place to start. These films are nothing more than brief videos (typically a bit longer than a television commercial) that are designed to use visuals, sound, and storytelling to convey specific brand values to your target audience.
With brand sponsored films, there isn’t usually a call-to-action or sales pitch. There’s generally a brief story and the closing frame includes a company logo and/or tagline. This video from GoPro is an example of a user-generated brand sponsored film.
- Educational Videos
Video marketing efforts aren’t always as subtle as brand sponsored films. Often times, the objective is to educate the audience on a particular topic or pain point. Whereas standard content can do this, video really stands apart because of its ability to use visuals and audio.
You can see some different examples of educational video by checking out the Arbour Group education page, which is used by the brand to push customers through the conversion funnel in a very targeted manner.
- Live Streaming Social
One format that’s undergone tremendous growth over the past year is live stream social. As the name suggests, these videos are actually streamed live over social media platforms like Periscope or Facebook Live and can be viewed in real time by followers.
Live streaming is starting to really take off, with large brands like GE, Doritos, Nestle, Wendy’s, 7Up, Spotify, Dunkin’ Donuts, Adidas, and others putting forth concerted efforts to engage with customers in real time.
It may seem strange at first, but a lot of brands are actually investing in documentaries. These videos are sort of a crossover between brand sponsored films and educational videos. They tend to be a little longer than the average marketing video, but aren’t typically as long as the traditional documentary.
Dove has been one of the leaders in this area of video marketing. They often run campaigns – such as Dove Real Beauty Sketches – that discuss a particular social issue and incorporate branded elements. This is a costly video marketing format to pull off, but the returns can be huge when disseminated through the appropriate channels.
- Tutorial Videos
Do you have a product that’s difficult to understand? Is your product the first of its kind? Video can be a powerful medium through which you can explain how the product is used and what value it provides. In the marketing industry, these are known as tutorial videos or explainer videos.
The Dollar Shave Club video is a classic example. This video also shows that – contrary to the connotations of the name “tutorial video” – these videos can be interesting and engaging. In fact, interesting and engaging are vital. If you’re going to invest in tutorial or explainer videos, you can’t afford for them to be boring.
Make Video Content a Priority
Video content may seem scary to you. It requires more time, preparation, and special skill. But don’t let the challenges associated with video content production intimidate you. Video represents an opportunity to diversify your content and the return on an investment makes it well worth it.
Video is the content marketing of the future and it’s time for you to confront it head on.